Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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A Study on Purchasing Tendency and Brand loyalty of Eco-Friendly Cosmetics According to GreenWashing Awareness: Mediating effect of Brand authenticity

그린워싱 인식에 따른 친환경 화장품 구매성향과 브랜드 충성도에 관한 연구: 브랜드 진정성의 매개효과

  • Hye-In Gwon (Departmen. of Cosmetics Engineering Graduate School of Konkuk University) ;
  • Jae-Nam Lee (Departmen. of Cosmetology, Graduate School of Engineering, Konkuk University)
  • 권혜인 (건국대학교 산업대학원 향장학과) ;
  • 이재남 (건국대학교 산업대학원 향장학과)
  • Received : 2024.07.19
  • Accepted : 2024.08.22
  • Published : 2024.08.30
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Abstract

This study attempted to investigate the mediating effects of brand authenticity in the influence of Purchasing tendency on brand loyalty by greenwashing in eco-friendly cosmetics with a goal of making a contribution to the growth and development of eco-friendly cosmetics industry. This study attempted to investigate the mediating effects of brand authenticity in the influence of Purchasing tendency on brand loyalty by greenwashing in eco-friendly cosmetics with a goal of making a contribution to the growth and development of eco-friendly cosmetics industry. As for the research method, a survey was conducted on women in their 20s and 40s using eco-friendly cosmetics, and the final 836 copies of data were analyzed with the SPSS WIN 20.0 statistical program. The results found the followings: awareness of greenwashing had an influence on purchasing tendency, brand authenticity and brand loyalty. purchasing tendency revealed an influence on brand authenticity and brand loyalty. And brand authenticity influenced brand loyalty, brand authenticity showed a mediating effect in relationships between purchasing tendency and brand loyalty. Therefore, we hope that it will help consumers make a rational buying decision and develop the eco-friendly cosmetics industry.

본 연구는 그린워싱에 따른 친환경 화장품 구매성향과 브랜드 충성도의 관계에서 브랜드 진정성의 매개효과를 알아보고자 하였으며, 친환경 화장품 산업의 발전에 도움이 되는 기초자료 제공에 목적이 있다. 연구 방법은 친환경 화장품을 사용하고 있는 20-40대 여성들을 대상으로 설문조사를 진행하였고, 최종 836부의 자료를 SPSS WIN 20.0 통계 프로그램으로 분석하였다. 그 결과 그린워싱 인식은 친환경 화장품 구매성향, 브랜드 진정성, 브랜드 충성도에 영향을 미쳤고, 친환경 화장품 구매성향은 브랜드 진정성, 브랜드 충성도에 영향을 미치는 것으로 나타났다. 그리고 브랜드 진정성이 브랜드 충성도에 영향을 미쳤으며, 친환경 화장품 구매성향과 브랜드 충성도 관계에서 브랜드 진정성의 매개효과가 확인되었다. 따라서 소비자들의 합리적인 구매의사결정과 친환경 화장품 산업의 발전에 도움이 될 수 있기를 기대한다.

Keywords

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